This month, our SEO Specialist, Erica Peach, shares her expert insights into the world of SEO.
Over my four and a half years at LEP Digital, I’ve seen AI significantly reshape the search landscape. It’s happened faster in the last 12 months than in the entire decade prior. As an SEO specialist, the question I hear most these days is simple: “Is search dead?”
My answer?
SEO and organic search aren’t dead; they’ve just evolved. The information you’re after and answers to your questions still need to be found. The difference is that today, as a business, your next customer might discover you through an AI agent rather than a traditional results page. So, how do you stand out when search is driven by bots and crawlers?
First things first, what is SEO?
Search Engine Optimisation (SEO) is a term that you’ve probably heard online. You may have even heard it surrounded by other technical terms, like Generative Engine Optimisation (GEO) and Answer Engine Optimisation (AEO) (we’ll touch on these terms later). However, once you strip away the technical jargon, SEO simply refers to the process you use to help people find your business, product, or service online.
How is AI changing the way we search?
A question we’re hearing a lot in our agency and from the business community is, “Has AI replaced search altogether?” The short answer, no. As we’ve written about previously, search is still important; it’s just expanded.
How we search for businesses, products, services, ideas, recommendations, or answers has changed. Historically, if you wanted to find something online, you’d navigate to your preferred search engine (Google, Bing, Yahoo), and type in a few terms that match what you’re looking for. For example: boat hire Central Coast. This would generate a list of websites that you’d scroll through to find the right result, clicking into each site as you’d go.
With the introduction of Generative AI, people are increasingly relying on technology to save time and lighten their workloads. This means searches can be done with typed terms, voice requests, or by using the personal context gathered from your previous interactions within the platform. As an example of this, you may now search for ” a boat available to hire this Sunday afternoon on the Central Coast that has a BBQ onboard, some shade and is a single level”. Crawlers (essentially automated software) scan the internet to read, collect and index web pages. Using this information, you’ll receive an answer within an AI overview or an AI-designed product shortlist. You can either choose to add a follow-up question or use the information presented to you. If you’re on a search platform, the traditional list of websites still shows up, and customers can choose to search for more answers on their own or rely on the information provided. Essentially, with the invention of AI, search has become a conversation, and potential customers no longer need to find the answers for themselves.
How is AI changing SEO?
SEO is still a vital part of any marketing strategy; instead of disappearing with the invention of generative AI, it’s expanded, encompassing the terms Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO):
- Answer Engine Optimisation (AEO): Focuses on optimising your content so that it can be selected as a single direct answer. In short, it’s how you tailor your online content so crawlers can easily read it and present it as a direct answer to a user’s question.
- Generative Engine Optimisation (GEO): Focuses on getting your content cited as a trusted source whenever AI writes a custom response. It focuses on establishing overall brand authority, deep content, original data, and quotes so Large Language Models (LLMs), like ChatGPT, Perplexity, or Gemini, can weave your information into a broader, multi-paragraph AI summary.
These terms form part of modern SEO practices and are an essential part of optimising your business for AI search experiences.
Why establishing trust online is crucial
As AI platforms can answer questions directly, the responsibility for accuracy shifts from the user to the tool. Platforms take this risk seriously, especially after a German court found Google directly liable for inaccurate information in its AI Overviews. However, as AI engines can only synthesise facts or information that already exist on the web, it prefers sources that contain Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). This means content that demonstrates E-E-A-T is deemed more credible and is more likely to be selected.
How can your business establish E-E-A-T online?
SEO is changing every day, but the consistent message I’m hearing from search platforms is that establishing trust and authority as well as showcasing your experience and expertise remains the most important way to be found online. This means your content across every channel, including Google Business Profiles, your website, social channels and videos, needs to include elements of E-E-A-T. A great way to do this is:
- Ensure your website information is up-to-date
Make sure your website, social profiles, directory listings and other digital touchpoints are easy to understand, consistent and contain accurate information, including your contact information. If there are any discrepancies, this gives crawlers cause for concern and may cost you a reference.
- Demonstrate your personal expertise
First-hand knowledge makes your brand stand out online. Weave your industry expertise into your content, add personal case studies, examples, insights or data from your business to show AI your human expertise.
- Showcase your trustworthiness
Customer reviews, testimonials, authentic customer stories and active social profiles demonstrate to AI agents that your business is trusted by real humans, increasing your chance of being shown in AI search.
Final thoughts
So, is search dead? No, it’s just evolved. While the leap from basic keywords to conversational AI tools changes how people look for information, the goal of connecting with your audience remains exactly the same. Whether your next customer discovers you through a traditional results page or an AI-generated overview, trust remains the ultimate currency. Double down on authentic E-E-A-T across every digital touchpoint, and you’ll continue to thrive in this new era of search.
